WHITE PAPER
DIGITAL RADIO
TECHNOLOGY
FOR COUNTRY
CLUBS:
PROVEN SUCCESS FOR
PRODUCTIVITY AND
PROFITABILITY
WHITE PAPER
DIGITAL RADIO TECHNOLOGY FOR COUNTRY CLUBS:
PROVEN SUCCESS FOR PRODUCTIVITY AND PROFITABILITY
Two decades ago, country clubs and golf courses were undersupplied. The industry
grew and by early 2000s, the market saw a boom in golf course construction driven
by club operators looking to sell resort rooms and recreation services. As more and
more country clubs open, the supply outstrips demand, causing a pricing pressure
on membership fees. Just when club operators need to maintain or improve their
facilities and services in the face of stiff competition, they are unable due to
declining revenues.
NEW PLAYERS, NEW CHALLENGES
As part of the struggling leisure and recreation industry, the country clubs find themselves competing with luxury
resorts, casinos and theme parks for visitors’ share of wallet. During the global economic downturn, many clubs have
seen a drop in membership and visitors, severely impacting their revenues. As running costs increase, there is less
‘growth’ in the operating budget.
RETURN BUSINESS OF HAPPY CUSTOMERS
Like any commercial business, a country club needs
customers to be profitable. Happy customers equate
return business. Success in running a country club
will hinge on the ability to maintain a higher level of
customer service to its club membership. Providing
excellent facilities and exceptional services need
constant investment. More staff needs to be hired,
they need to be trained. Golf courses are expensive to
maintain. The operating budget of the country club is
constantly squeezed by increasing costs.
Member retention is critical to a country club’s bottom
line. Club memberships are expensive and their
customers are discerning consumers with exceptional
taste and high expectations. If club members are
satisfied with their experience in the country club, they
will keep coming back and they will bring their friends.
Returning customers are usually influenced by their
positive experiences.
PRODUCTIVITY AND PROFITABILITY
Clubs want their members to use the club facilities
and spend more money each time they visit. To create
the positive customer experiences, clubs need to
get creative with their services. Delivering positive
customer expectations are part and parcel of the club
operations and employees are the key. Ensuring club
facilities are well maintained and employees are well
equipped to do their jobs requires the country clubs to
invest in these key areas.
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WHITE PAPER
DIGITAL RADIO TECHNOLOGY FOR COUNTRY CLUBS:
PROVEN SUCCESS FOR PRODUCTIVITY AND PROFITABILITY
TECHNOLOGY AS THE ANSWER
The answer to these challenges is not just cost saving but finding ways to grow revenues while improving the quality
of the facilities and services. Higher productivity means time and cost savings. It also ensures services are rendered
easier, better and faster.
Are the country clubs making the most out of radio technology to increase productivity and profitability?
PROVEN SUCCESS IN MANY INDUSTRIES
Analog two-way radio proves itself every day in
countless installations around the world. Today, a new
platform is available to help you achieve new levels
of performance and productivity. Digital technology
enables that breakthrough.
Already, many country club operators are finding digital
technology and MOTOTRBOTM digital two-way radio
communications as their answer to greater productivity
leading to greater customer satisfaction and greater
profitability. JW Marriott San Antonio Hill Country
Resort and Spa located in Texas in the United States
of American saves over US$100,000 in annual cost
with increased staff efficiency using MOTOTRBO
digital radio solution.
Are the country
clubs making
the most out of
radio technology
to increase
productivity and
profitability?
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WHITE PAPER
DIGITAL RADIO TECHNOLOGY FOR COUNTRY CLUBS:
PROVEN SUCCESS FOR PRODUCTIVITY AND PROFITABILITY
BUSINESS CHALLENGES
The daily operations of a typical country club comprise reception, housekeeping, food and beverage, golf marshalling,
security, buggy control point, and property maintenance. Clubs must juggle operational challenges while ensuring
member’s enjoyment of the facilities and services.
MEMBER RETENTION
If members are satisfied with their experience at the
club facility, they will keep coming back, bring their
friends and spend more money each time they visit.
Quality service delivers excellent customer experience.
SERVICE DELIVERY
For the fees they charge, country clubs attract
discerning members who expect excellent value for
their membership. To meet members’ expectations,
operators must manage and deliver services as
seamlessly as possible. Timely response and
inter-department coordination play an important role.
SAFETY AND SECURITY
Country clubs with golf courses have the responsibility
to ensure safety for members during golf play. During
a thunderstorm when there is a lightning risk, club
operators must provide real-time tracking of weather
situation and members. In the event of a dispute or
fight on the course between members, the club’s golf
marshal must be able to alert security personnel
for assistance.
RESOURCE OPTIMIZATION
Prudent budgeting requires effective employee
management so that daily operations and customer
services are not compromised. Automation of processes
can free up club employees to focus on key tasks that
contribute to better services to club members. It also
reduces employee workload and increases productivity.
REVENUE STREAM
Club operators must maintain price competitiveness to
establish a wider base of interest in their market. Their
revenue comprises green fees or membership dues,
golf cart rentals, equipment and sales, and food and
beverage billing. Operational efficiency ensures member
experiences are enjoyable and in the case of a golf club,
the ability to optimize the golf flight can increase more
golfer plays and boost earnings.
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WHITE PAPER
DIGITAL RADIO TECHNOLOGY FOR COUNTRY CLUBS:
PROVEN SUCCESS FOR PRODUCTIVITY AND PROFITABILITY
MOTOTRBO ADDRESSES THE CHALLENGES
MOTOTRBO is helping country club operators to meet a range of business challenges, including safety, security and
services. It is also realising new levels of business efficiency and revenue opportunities for the industry.
SCALABILITY AND FLEXIBILITY
With more radio users, more radio channels are
required to cater for the spike in communications.
Radio system needs to be flexible enough to cope with
the varying locations and requirements of the users.
MOTOTRBO provides the ability to manage radio talk
groups and optimizes the frequency allocation of the
existing radio repeater.
ALTERNATE COMMUNICATIONS
MOTOTRBO’s text messaging feature ensures
communications go through, such as when in a
golf tournament with high noise levels or voice
communication is prohibited. Employees cannot safely
answer a call between buggy to buggy or caddies when
the golfers are in midst of a game. Club operators can
broadcast pre-warning messages to golf players in bad
weather or serve as a security alert.
EFFICIENT OPERATIONS AND SERVICES
Automation speeds up task completion and reduces
human workload to improve quality of service. Some
examples of MOTOTRBO deployment include:
•Activation of telemetry services like controlling
water sprinkler, emergency doors and lighting
remotely
•Activation of emergency and lightning alert siren
for safety during golf play in bad weather
•Ability to deploy help during dispute or fight
ensures member safety by enabling personnel
to contact security with single push-to-talk
communications
•Global Positioning Service (GPS) location tracking
of employees, congestion on the course, or when
buggy goes off-course with real-time tracking of
the buggies
•Emergency call feature for immediate response to
security, emergency or trespassing incidents
RELIABILITY AND AVAILABILITY
Even though signal strength drops off exponentially in
a wide area of coverage, MOTOTRBO’s digital noise
suppression and clear audio quality ensures Club
employees stay connected, no matter where they are.
Using MOTOTRBO portable and mobile radios while
riding the buggy, the golf marshals and caddies can
effectively communicate and coordinate no matter
where they are in the golf course.
ASSET MANAGEMENT
Caddies, golf marshals and property maintenance
crew need to safely communicate during outdoor
rainy conditions. Besides its IP57 water submersibility
feature, MOTOTRBO specifications also meet U.S.
Military 810 C, D, E and F standards. It is also
“intrinsically safe” when purchased and equipped with
an FM/CSA certified battery, for use where flammable
gas, vapours or combustible dust may be present.
MOTOTRBO also provides larger battery capacity for
use on long hours or on multiple shifts. A durable radio
system like MOTOTRBO lowers the frequency of radio
repair requirements and provides more cost savings.
MORE SERVICES
Club operators can leverage MOTOTRBO digital radio
system to support wireless public announcement and
Intercom system. Security radio users can communicate
during golf tournaments for effective crowd control and
summon help if needed. Catering staff can intercom
kitchen for F&B delivery at any locations on the golf
course and club house. Work order management is
another useful feature which club operators can add to
their MOTOTRBO radio system, enabling departments
to track response time of staff and issue work
instructions remotely.
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WHITE PAPER
DIGITAL RADIO TECHNOLOGY FOR COUNTRY CLUBS:
PROVEN SUCCESS FOR PRODUCTIVITY AND PROFITABILITY
CASE STUDY
CASE FOR GOLF COURSE SAFETY:
EARLY WARNING SYSTEM FOR LIGHTNING RISK
LIGHTNING DEATH AT COUNTRY CLUB
Due to tropical thunderstorms, Singapore has one
of the world’s highest rates of lightning strikes.
A 57-year-old golfer died of multi-organ failure after
he was struck by lightning while playing golf with
friends. The incident happened at a country club
in Singapore. The lightning struck when they were
finishing their 17th hole. Experts explained that
lightning strike does not always cause death with
fatality rate of four out of 10. But those who survive
are “severely injured”.
LIGHTNING INJURY AT COUNTRY CLUB
A man in his 60s was struck by lightning while
playing golf with friends at a country club in
Singapore. Suffering only burn injuries to his head
and hand, the golfer was admitted to the Changi
General Hospital (CGH) for treatment. The golf course
was closed for the rest of the day and all golfers
were asked to leave the course for their safety.
Golfers at the club said that there was no lightning
warning at the time of the incident, even though
there was a slight drizzle.
CASE STUDY
GPS LOCATION TRACKING FOR OFF-COURSE BUGGY
GOLF CLUB IN SINGAPORE: DROWNED GOLFER
COULD HAVE LOST CONTROL OF BUGGY
A 64-year-old golfer was suspected to have lost
control of his buggy before it slammed into a pond in
June. The drowned man was attending a golf game
organised for a private event when he went missing
after the game ended. During a search, he found
floating face down about 15 metres away from the
edge of the pond. His buggy was later recovered fully
submerged inside the pond in an upright position
with a dent and gaze mark at its rear.
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